The Key To a World of Travel
Unlocking Loyalty
In an era where our collection of hotels and the I Prefer Hotel Rewards Program holds unprecedented significance, we find ourselves presented with a substantial opportunity – one that we eagerly anticipate embracing collectively.
The essential factor enabling us to capitalize on this opportunity lies in establishing meaningful connections that foster loyalty. While tangible rewards such as points, amenities, and upgrades play a role, they only take us part of the way.
It is the creation of intangible elements like memorable moments, cherished memories, and a sincere sense of care and concern that will elevate members from mere enrollees to passionate advocates.
Four Key Drivers of Loyalty
There are four factors that drive loyalty with our guests.
01. Product Quality & Consistency
Product Quality and Consistency is pretty straightforward, isn’t it? Your property needs to provide the expected services and experience the guest is looking for. A nice bed, great restaurants, and sometimes amenities like spa, golf or recreation.
Having high-quality products and services has become the cost of entry necessary to compete. These products and services have to be perceived as valuable or value-added to our guests. Having innovative products and services helps to differentiate a brand from the competition.
Everything communicates. Everything sends a message of some sort, whether that message is good or bad. And when we lack consistency and quality, we end up communicating a message that we really don’t care.
Consistent doesn’t need to be cookie-cutter. We can provide freedom within a framework. And that framework is our brand. The freedom comes when we adjust our offerings and services based on the needs of the individual guest.
02. Executing Excellence
Executing Excellence throughout the entire experience simply means each step of the guest journey at your property needs to be on point. We can’t have a great arrival process with a guest and then serve their dinner with spotted glassware and expect guest loyalty. It’s the same with reward programs.
Earning points for a guest’s stay and spend, receiving upgrades when available, and consistently earning their rewards, those are the basics required in all loyalty programs.
Traveling should be an adventure, not a pain. People like to travel. They don’t like the process of traveling, particularly in recent years with air travel security checks. Arriving at our hotels can be a starting point for enjoying the love and romance of travel.
The first and last impressions the guests receive are important. Our major opportunity to really inspire guest loyalty is at the beginning of the guest's stay.
If that first impression is great, then each interaction throughout their stay is an opportunity to prove that the first impression was correct and continue to build that loyalty. The last impression of the property is our opportunity to confirm that loyalty and thank the guest for giving us the chance to earn their trust.
Repeat Business
These first two drivers are expected at any property of any level in the hospitality business today. They drive repeat business - meaning guests will choose your property if it’s convenient or makes sense for that specific stay. What truly drives loyalty are the next two items.
03. Personalizing Services
Personalizing service to the individual guest and connecting emotionally to them will help make your guest choose your property every time it’s available to them, even if it might be less convenient.
04. Connect Emotionally
Guests want to be seen and treated as individuals rather than room numbers. We must be certain that we do not treat them as just another guest.
“Every trip is different and I’m different on every trip.” Be careful not to dismiss someone as a business traveler or as some honeymoon couple. They vary from trip to trip and day to day.
Too often we fail to simply ask “How can we make your stay more enjoyable?” In asking, we identify opportunities to better personalize each guest's experience.
This is where I Prefer can stand out.
80% of how we experience the world is through emotion and only 20% is through intellect. And, unfortunately, emotional needs too often go unmet. Empathy is the key. Think about where they are coming from and what you can do to better meet their needs.
Guests see through the scripted and impersonal communication. Be careful to avoid “going through the motions.” Be certain you’ve really connected with every guest you meet.
Guests sincerely appreciate gestures that indicate a genuine interest. Taking five minutes to do something special for them may mean the difference – and create a guest for life.
Don't hesitate to embrace the role of a "Service Hero" and make a gesture on behalf of the hotel.
Customizing your I Prefer Welcome Amenity or Food & Beverage offering to our members and connecting with them as individuals and not simply a number can create the emotional connection that builds loyalty.
The Value of Our Members
So, who are our members, and why are they so valuable?
We currently have approximately 5 million members around the globe, with most residing in the Americas.
We're focusing on expanding globally while observing a surge in international travel from the US simultaneously.
Member Profile
Member data shows that our I Prefer travelers are the guests you want – affluent, with incomes exceeding $250K and net worth over $1MM.
Furthermore, they are motivated to spend on experiences such as food, wine, arts and culture.
Importance of loyalty
So why is loyalty so important?
Our I Prefer Members generate more REVENUE than non-members - they spend more and stay longer.
They also book earlier and are less likely to cancel. In short, these are the guests you want on your books and in your hotel.
We also see a significant ADR premium among our guests with status, with members from our top published tier paying $530/night ADRs in 2023 YTD vs. non-members at $363. That’s an ADR premium of 46%!
Member Feedback
Our members understand and appreciate what we have to offer and feel there is value in our portfolio, offers, and redemption opportunities - value they are willing to pay for. And, your property benefits from that appreciation.
"I Prefer has an excellent collection of premium hotels and resorts."
"It is a brilliant scheme and offers a wide range of hotels worldwide, with plenty of offers... what more could you ask for?"
"There are awesome hotels in your collection / membership. They are not the cookie-cutter chain with all the same hotels."